Unifying Fan Data for a Complete Customer View
A single source of truth for fan activity that enhanced engagement strategies and loyalty tracking.
Fragmented Data Challenges
Fan and participant data was fragmented across multiple systems, leaving the client without a complete view of their audience. Purchases, ticket spend, memberships, and engagement were all disconnected, which limited actionable insights and made personalized marketing difficult. This data fragmentation risked lower engagement, reduced loyalty, and missed revenue opportunities across campaigns and programs.
Strategic Approach
We consolidated data across ticketing, revenue, memberships, merchandise, and fantasy/tipping domains using Databricks, creating a unified fan profile that allowed accurate and actionable insights.
Key Actions Taken:
Integrated multiple data sources into a single, comprehensive fan profile.
Enabled real-time analytics for engagement and loyalty tracking.
Standardized data governance to maintain accuracy and consistency.
Client’s Feedback
"For the first time, we can see every fan interaction in one place. This has transformed how we plan campaigns and engage with our audience."
Transformative Results
By consolidating fan and participant data into a unified view, the client gained a comprehensive understanding of their audience. This enabled more personalized engagement, better loyalty tracking, and data-driven marketing decisions. Teams could quickly act on insights, enhancing campaign effectiveness and improving strategic planning across departments.
